MEDTRONIC
Contents
• Company Profile
• Divisions & Products
• Medtronic- Global & India
• Brand & Brand Strategy Decisions
• Branding Strategies
• Promotion
• Conclusion
COMPANY PROFILE
‘’
“At medtronic,inclusion is a way of being of fostering a positive
environment and celebrating different points of view,Our business
performance is inextricably tied to our culture.idea
generation,customer care,and operational excellence will be
enhanced by a diverse workforce empowered to make a
difference’’
• Headquarters:
MINNEAPOLIS
MINNESOTA
BILL HAWKINS
( CEO)
MISSION
“ Mission continues to serve as an
ethical framework and an
inspirational goal for employees
around the world. It guides our day-
to-day work and reminds us that our
efforts are changing the face of
chronic disease for millions of
people”
• Contribution to human welfare
• Application in biomedical
engineering
• Sustain growth
• Making out profit
• Recognition of personal worth
• Maintenance of good citizenship
VISION
‘’Describe the company’s year
long efforts to transition from a
medical device company selling
products to physicians for use
with patients suffering
chronicend-stage disease,to a
medical technology company
providing life-long solutions for
people with chronic
diseases.with the new vision
setting direction,the ceo calls
for business plans to implement
that vision.enables readers to
analyze the business plan and
make recommendations for
funding’’
BUSINESS UNITS
CARDIO CRDM SPINAL & DIABETES NEUROMODULATION SURGICAL
VASCULAR BIOLOGICS TECHNOLOGIES
PRODUCTS LIST
Open-heart and Coronary Bypass Carelink Therapy Management
Graft Products Software
Implantable Neurostimulation Disposable Fluid-control Products
Systems
Implantable Drug Delivery Image-guided Surgery Systems
Systems
Deep Brain Stimulation (DBS) Implantable Devices
Urology and Gastroenterology Nerve Monitoring Systems
Devices
Integrated Diabetes Management Tissue-removal Systems and
Systems Other Surgical Instruments
Continuous Glucose Monitoring Physio-Control:
Systems
External Insulin Pumps and External Defibrillators
Related Disposables
Cont…..
Cardiac Rhythm Disease Implantable Pacemakers
Management
Electrophysiology catheters Minimal Access Spine
Technologies (MAST)
Implantable Cardioverter- Fusion systems
defibrillators (ICDs)
Therapy Devices Artificial cervical discs
Implantable Cardiac Infuse Bone Graft
Resynchronization
Spinal and Biologics CardioVascular
Monitoring Systems Angioplasty Technologies
Values
• Integrity
• Empowerment
• Constancy
• Inclusiveness
• Partnership
• Quality
Medtronic Global
Reach
Eastern Europe
Canada Central Asia
Europe
USA
Asia
Pacific
Middle East/
Africa/India
Latin International Asia-Pacific
America Western Europe Japan
Canada Australia
Emerging Markets China
• Sales Latin America ASEAN
in 120 Countries Eastern Europe Korea
• Offices Middle East/Africa/India
in 44 Countries
• 36,000
employees world wide
Medtronic in World
• Founded in 1949 in Minneapolis, USA
• Business in more than 120 countries
• World headquarters is in Minneapolis, USA
• Regional head quarters is in Switzerland, singapore
• Employs more than 38,000 people worldwide
• Revenue for the year ended April 25 ,2008 —
USD 13.5 billion
• Annual R&D expenditure is 10 percent of revenue
at USD 1.35 billion
R&D Spending Continues To
Increase
$1Billion +
$191 Million
FY95 FY07
Medtronic India
• Represented in India for over 27 years
• India Headquarters at Mumbai
• Employees more than 130 people and
100 distributors
• In 2008, launched first therapy and
procedure training centre in India
• Receives FDA approval for stent system
Business Development
Strategies
• Disruptive technologies in therapeutic
areas of interest
• Extension of existing technologies into
new therapeutic areas
• Drug partnering
• Procedure solutions (how do we make
therapies more efficacious, safer, less
invasive and more convenient)
• Miniaturization
Name
Symbol Design
BRAND
Sign Term
Benefits of Branding
1. Memorability
2. Loyalty
3. Familiarity
4. Premium image, premium price
5. Extensions
6. Greater company equity
7. Lower marketing expenses
8. Less risk for consumers
Branding Strategies
Decisions
1 Brand
Positioning
2 Brand
Sponsorship
3 Brand Name
Selection
4 Brand
Development
Brand Positioning
Brand
Global leader in Medical
Personalit technology
y
Values of User Brand Loyalty and
Best CRM
Functional Benefits Safe, User-friendly
equipments
Attributes Quality, On-time,
Accessibility
Brand Sponsorships
• Partners with several Non-Profit Organizations which fight
against Chronic Disorders.
• Directs Resources towards the Programs that stimulates the
students of Science, Technology, Engineering & Math (STEM)
• Community as well as employees welfare
• Offers Disaster Relief-providing emergency relief funds
• Heart Rescue Program in U.S.
Brand Name Selection
•Med;
Tronics=instruments
•Earl Bakken and Palmer
Hermundslie form a
partnership called
Medtronic to service and
repair medical
equipments.
•Bakken develops the
world's first small,
wearable, battery-
operated external
pacemaker; company is
Incorporated as
Medtronic, Inc.
Brand Name
Selection
Logo
Brand Development
Keep employees focused, Attract
loyal customers
• Customer service
• Building loyalty
• Continuous innovation
Brand Strategy
Decisions
Product Category
Existing New
Brand Name
Existing Line Brand
Extension Extension
New
Multibrands New Brands
Line Extension
• Use of an established product’s brand
name for a new item in the SAME
product category.
• Forms
• Sizes
Line Extension
12mm Stents
8mm stents STENTS 15mm Stents
25mm Stents
Brand Extension
• Using an existing name to promote a
product of DIFFERENT category
• Customers Benefits
• Feedback effects
Brand Extension
Medica
Insuran l
ce
Motor
s
Multibranding
• Marketing of two or more similar and
competing products under Same Category.
• Obtaining greater shelf space and leaving
little for competitors' products
• Saturating a market by filling all price and
quality gaps.
Multibranding
Multibranding Of Medtronic
STENTS
Co-Branding
• Also called as Brand partnership
• Two companies form an alliance to work
together, creating marketing synergy
• Joint-venture Co-branding
• Multi-sponsor Co-branding
• Co- partnering
Co-Branding
• Medtronic and Sofamer Danek
• Medtronic Invatec
• Medtronic and Weigao
• Medtronic Xomed
• Medtronic and Lilly
• Medtronic Navigation
Advertising and
Promotion
• Integral organisation in developing
AdvaMed Principles
• Organise Events such as First
Robotics, Teach for America’s
• Foundation Programs- Medtronic
Fellows, Matching Gifts to Education
• Live Healthy Medtronic, a 100-day
free challenge
Future Plans
• Planning to acquire-
Fogazzi
Krauth Cardiovascular
• Expanding access through Cellular
Remote Monitoring
• Efforts for Greater access Platform in
India
• Planning for collaborative models in India
CONCLUSION
GO GREEN
FOR LIFE
How to run the
Business
Broad Observer
Not A Board
Member
PRESENTED BY
1.PALLAVI SARASWAT
2.RANJITHA
3.RENITA PINTO
4.PAVITRA RAJPUROHIT
5.INDU KALRA
